Assessment of the Role of Rural Capital in the Formation and Sustainability of Tourism Businesses (Case Study: Target Tourism Villages in Zanjan Province)

Samira Mosavi ¹ ( M.Sc. Department of Geography, Faculty of Humanities, University of Zanjan, Zanjan, Iran )
Farhad Javan ² ( Assistant professor Department of Tourism Management, Faculty of Cultural Heritage, HandiCrafts and Tourism, University of Mazandaran, Babolsar, Iran )
Jamshid Einali ³ ( Associate Professor Department of Geography, Faculty of Humanities, University of Zanjan, Zanjan, Iran )

Submited date : 2025-05-07 Accepted date : 2025-06-08

Keywords: Rural capital, rural tourism, sustainability, business, Zanjan.,

Abstract :

Rural tourism, as one of the key strategies for sustainable development, fosters economic growth, preserves local cultures, and enhances the quality of life in rural areas. Utilizing rural capital plays a crucial role in the establishment, development, and sustainability of small-scale tourism businesses. This study was conducted with the aim of examining the role of rural capital in the formation, development, and sustainability of small tourism enterprises in target villages of Zanjan Province. The research is descriptive-analytical and applied in nature. Data was collected using both documentary and field methods. The sample community consists of eight target tourism villages in Zanjan Province. Out of a total of 8,812 rural households in the sample area, the sample size was calculated as 327 households using Cochran's formula, and participants were selected using a random sampling method.  To analyze the research data, various statistical tests such as the one-sample t-test, cluster analysis, chi-square homogeneity test, Spearman correlation, linear regression, and the non-parametric Kruskal-Wallis test were employed. The findings indicate that natural, built (physical), and financial capital have had the greatest impact on the formation and sustainability of small tourism businesses. Furthermore, a significant correlation was observed between rural capital indicators and tourism businesses at the 99% confidence level. Among the sampled villages, Soukeh Riz, Shit, and Darsajin ranked highest in terms of human and institutional capital, natural capital, and financial-social capital, respectively.

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